Being on a panel or guesting on a podcast is one of the easiest ways to build credibility quickly — not because it’s flashy, but because it puts you in front of someone else’s audience with instant context. People hear how you think. They get a feel for whether you’re sensible, commercial, and easy to work with. That’s the point.
And in the UK, the audience is there. Ofcom’s 2025 audio research shows weekly podcast listening is particularly strong in working-age groups (for example, around 30% of 35–44s listen weekly, and higher-income households also show higher reach). So if you’re trying to stay visible to founders, FDs, HR leads, property people, or other professionals, podcasts can be a smart use of time.
This is a practical outreach system you can run without turning it into a second job — very much in the Tenandahalf style: simple, repeatable BD that fits around fee earning. If you want the wider framework behind this, start with Business Development for Law Firms.
Step 1: Pick the right “rooms” to be seen in
Before you send a single message, decide what you want to be known for. Panels and podcasts work best when they reinforce a clear lane.
Choose 1–2 themes only
Examples:
- “Helping owner-managed businesses avoid expensive disputes”
- “Employment risk for growing UK teams”
- “Property issues landlords keep tripping over”
- “Private client planning that prevents family conflict later”
If your themes are too broad, your pitch becomes vague. If they’re too niche, you’ll struggle to find shows. Two themes are usually the sweet spot.
Tip: if your broader BD plan is still a bit “we do a lot”, it’s worth grounding it with an overall plan: why you need an overall marketing and business development plan.
Step 2: Build a target list you can actually work through
You don’t need hundreds of targets. You need 20–30 good ones.
Where to find them (fast)
- LinkedIn: search “host”, “podcast”, “webinar”, “panel”, “roundtable” in your sector
- Professional bodies and trade groups (they often run webinars)
- Accountants / IFAs / consultants you already know (they’ll know who hosts)
- Event series run by industry publications and membership groups
Create a simple spreadsheet with:
- Show/event name
- Host name + LinkedIn profile
- Audience (who listens/attends)
- Typical topics
- Contact method (DM / email / website form)
- Notes (what you can add)
If you want a “keep it simple” approach to building momentum, Tenandahalf’s simple guide to business development for lawyers and accountants is a good anchor.
Step 3: Get your “guest offer” ready (so it’s easy to say yes)
Most pitches fail because they’re about you. Hosts care about their audience.
Your guest offer should include:
- The audience problem you can help solve
- 3–5 punchy topic ideas (with outcomes, not legal jargon)
- 1–2 proof points (credentials, speaking experience, or relevant content)
- A clear, low-effort next step (e.g., “happy to send a 5-bullet outline”)
A great place to sanity-check your positioning is your LinkedIn profile. Tenandahalf’s guide here is still useful: get the most from your LinkedIn profile.
The outreach script (copy/paste and customise)
Option A: LinkedIn DM (short and human)
Message:
Hi [Name] — I’ve been following [Podcast/Event]. Loved the recent episode/session on [topic] (especially [specific point]).
I’m a solicitor at [Firm] and I help [who] with [problem/outcome]. If you’re booking guests/panellists, I could offer 1 of these angles:
- [Topic idea 1: outcome-led]
- [Topic idea 2]
- [Topic idea 3]
If useful, I can send a 5-bullet outline for the best-fit topic and a short bio. No worries if you’re already booked up.
Thanks,
[Your name]
Option B: Email pitch (when you can find a proper address)
Subject line options:
- Guest idea for [Podcast/Event]: [clear outcome]
- Panel topic suggestion: [problem your audience has]
- Potential guest: [topic] for [audience]
Email:
Hi [Name],
I’m [Name], a solicitor at [Firm]. I work with [client type] on [problem] so they can achieve [outcome] without [pain point].
I enjoy [Podcast/Event] — your recent [episode/session] on [topic] was spot on, particularly [specific detail].
If you’re planning future guests/panels, here are 3 topic ideas that tend to land well with [their audience]:
- [Topic] – what usually goes wrong and what to do early
- [Topic] – the practical checklist that prevents expensive mistakes
- [Topic] – how to make decisions quickly when the risk is unclear
Happy to send a short outline and a 3–4 line bio if that helps. If it’s easier, I can suggest a few questions and keep it very practical.
Best regards,
[Name]
[LinkedIn link] | [Website link]
Follow-up (the part most solicitors avoid — and the part that works)
Most hosts are busy. A polite follow-up is normal. Keep it light.
Follow-up message (5–7 days later)
Hi [Name] — just bumping this in case it got buried. Happy to send a short outline for [topic] if useful. Either way, keep up the great work with [Podcast/Event].
That’s enough. Don’t chase forever. Two touches is fine.
If you want to get more confident with outreach and follow-up without feeling awkward, Tenandahalf’s networking training for lawyers covers the preparation + follow-up habits that turn conversations into instructions.
What to do when you get a “yes”
Your job is to make it easy for the host and deliver a great session.
Send:
- 3–4 line bio
- Headshot
- 3 suggested questions
- 5 bullet points you’ll cover
- Any compliance notes (“general information, not legal advice”)
Then prepare like a professional:
- 3 stories (sanitised, no client detail)
- 5 common mistakes
- 1 practical checklist you can talk through
- A “what to do next” for listeners
If your firm wants help building the broader speaking/visibility skillset across the team, that’s exactly what Tenandahalf does through BD training for lawyers and accountants andbusiness development training for partners.
The checklist: panels and podcasts outreach in 20 minutes a week
Use this as your weekly routine.
Setup (once)
- Pick 1–2 themes you want to be known for
- Update your LinkedIn headline/about to match your themes
- Create 5 topic ideas (outcome-led)
- Write 1 DM script + 1 email script (save as templates)
Weekly (20 minutes)
- Add 3 new targets to your list
- Send 2 outreach messages
- Leave 2 thoughtful comments on host posts
- Follow up with last week’s 2 messages
- Track responses and next steps
To support the “content + visibility” side of this (so your speaking appearances link back to something useful), use Tenandahalf’s Blog and Resources as inspiration, plus the bite-sized Top Tips and Videos.
What it costs (and why it’s worth it)
The outreach itself costs £0. The real cost is your time.
If a podcast takes:
- 20 minutes outreach + admin
- 30 minutes prep
- 45 minutes recording
- 15 minutes follow-up
That’s roughly 1.5–2 hours. If 1 appearance a month leads to even 1 new instruction a quarter worth £5,000–£25,000, it’s usually a strong return — especially because it builds visibility with people who weren’t in your network yesterday.
Next steps
If you want to turn “we should do more podcasts and panels” into a simple system your solicitors will actually stick to — with the scripts, confidence, and follow-up habits that make it pay off — Tenandahalf can help.
Start with Who do we help? and, when you’re ready, get in touch via Contact us to talk through what would work for your team.